Yvolver is a new player in the business of mobile games -- the Dallas-based company launched late last year with the stated goal of building a platform for delivering loyalty rewards to mobile game players, and today the company confirmed that a beta version of its Yvolver rewards program will launch later this year.

The idea is that mobile game makers can attract more players and keep them playing longer by tying Yvolver into their games. Players with Yvolver accounts will be able to increase their monthly "Yvolver Score" by making in-game purchases and earning in-game achievements; that monthly score can then be exchanged for prizes, both digital -- in-game items and unlocks -- and physical -- branded clothing, personal electronics and the like.

“Physical rewards are open to North America at launch, and we’ll expand that offering to other countries as we build out the Yvolver catalog,” Yvolver CEO Steve Nix stated today in a press release announcing the news.

Nix is an industry veteran; prior to co-founding Yvolver with former Apple App Store games manager Cory Lewis, he worked as General Manager of Digital Distribution at GameStop, Inc., Director of Digital Platforms at id, and CEO of Ritual Entertainment.

One of Yvolver's investors and advisors is Hal Brierley, founder of the loyalty program design and management firm Brierley+Partners. Brierly claims to have designed over 175 loyalty programs in his career, including the GameStop Power-Up Rewards program.

A beta version of the Yvolver service is expected to come online later this year, shortly after the March 13 launch of Limbic Software's free-to-play mobile game Zombie Gunship Zero, which will be the first game to use Yvolver. Representatives from the company will be attending GDC 2014 next week in an effort to network with more developers.